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7 Stats You Need to Know About Today’s Enterprise Technology Buyer | Kapost Content Marketeer | #TheMarketingTechAlert

7 Stats You Need to Know About Today’s Enterprise Technology Buyer | Kapost Content Marketeer | #TheMarketingTechAlert | Marketing Technology: All about marketing tech products & services | Scoop.it

Intermediate/ Digest...

 

There are seven particularly salient stats marketers need to know about the content habits of today’s technology buyer.

1. 61% of buying teams include five or more people (88% for companies with more than 1,000 employees).  

2. More than 50% of buying teams cross borders.

3. 68% of technology purchasing timeframes are six months or less. 

4. 65% of buyers require 4+ pieces of content for shortlisting. 

5. Webcasts (a.k.a. webinars) are 2.4x more effective as consideration content than awareness.

6. IT publisher websites are considered the most effective source in the awareness phase.

7. On a first call, prospects want a sales rep to know how their company can implement your solution (90%).

 

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marketingIO's curator insight, January 12, 2014 5:50 PM

This is excellent information, and should assist in your efforts to deliver the right content at the right time during the sales process. Note the importance of webinars.

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Play Nice, You Two: How Marketing and IT Can Work Better Together - HubSpot | #TheMarketingTechAlert

Play Nice, You Two: How Marketing and IT Can Work Better Together - HubSpot | #TheMarketingTechAlert | Marketing Technology: All about marketing tech products & services | Scoop.it

Advanced/ Digest...

 

Given the changing role of the IT department, here are three ways you can ensure they play nicely with your marketing department.

 

1) Work with IT to establish single customer view.

Single customer view provides a consistent record of all interactions between a brand and a customer. This includes detailed customer profiles, social media interactions, phone calls, live chat transcripts, shipping information, past purchase information, or any relevant customer data.

 

2) Engage with IT to evaluate and select marketing applications.

When the marketing department evaluates a new technology, they likely focus on the application’s functionality, how it will improve the results of their marketing efforts, and how it will provide measurable ROI. Members of the IT department are focused on an entirely different, but equally important set of criteria: data security, integration, reliability, and control.

 

3) Leverage IT's technical implementation expertise.

Some cloud-based marketing applications can be deployed relatively quickly to get the basic off-the-shelf features running. For small businesses without a ton of IT requirements, this is perfectly acceptable. Larger companies will often have more customization needs, which is why they should be prepared to work more closely with their IT department to implement new cloud-based platforms.

 

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marketingIO's curator insight, January 13, 2014 7:58 PM

Yesterday, we covered a post that focused on email as a enjoining effort between IT and Marketing. Woefully incomplete. This post, however, drills down to the exact common areas between IT and Marketing.

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Content Marketing: Top Priorities and Areas of Greatest Impact - MarketingCharts | #TheMarketingTechAlert

Content Marketing: Top Priorities and Areas of Greatest Impact - MarketingCharts | #TheMarketingTechAlert | Marketing Technology: All about marketing tech products & services | Scoop.it

Curata has released the results of its third annual content marketing benchmark study [download page]. As part of the study, which surveyed about 500 marketers in the fall of 2013 – respondents were asked to rank a list of objectives in order of priority. As with previous research showing that content marketing is becoming a more lead-driven endeavor, Curata’s study finds that the top priority for content marketers this year is to drive sales and/or leads. Customer engagement came in a very close second.

 

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marketingIO's curator insight, January 13, 2014 6:25 PM

There should be no surprise here. Frankly, all factors except item #3 (increase brand awareness) are directly or indirectly associated with lead gen.

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You're Being Watched: New Tech Turns Store Shelves into Stalkers

You're Being Watched: New Tech Turns Store Shelves into Stalkers | Marketing Technology: All about marketing tech products & services | Scoop.it
"Smart shelves" will watch you when you're shopping. This is a good thing. We think.
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Marketing to Aggressive Technology Buyers - Gartner Blog Network

Marketing to Aggressive Technology Buyers - Gartner Blog Network | Marketing Technology: All about marketing tech products & services | Scoop.it
Hank's note “Tech Go-to-Market: Align Marketing Activities to Tech Buying Cycle Activity Streams for Highest Impact” (subscription required) looked at the most influential marketing activities across all buyers, and our new note ...
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5 Questions for Gary Vaynerchuk about Tech, Startups and Marketing - CEA

5 Questions for Gary Vaynerchuk about Tech, Startups and Marketing - CEA | Marketing Technology: All about marketing tech products & services | Scoop.it
The Consumer Electronics Association supports the consumer technology industry through market research, education and public policy representation.A new study released by CEA focuses on consumer behavior trends for smartphone use.
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UBM Tech Launches Marketing Services Group - Folio Magazine

UBM Tech Launches Marketing Services Group - Folio Magazine | Marketing Technology: All about marketing tech products & services | Scoop.it
UBM Tech Launches Marketing Services Group
Folio Magazine
Media and events giant UBM Tech launched Create, a new marketing services business.
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Messaging in Technology Marketing Stinks, But Improvement Is ...

Messaging in Technology Marketing Stinks, But Improvement Is ... | Marketing Technology: All about marketing tech products & services | Scoop.it
90% of technology marketing messages stink. I can't back this up with quantitative research, but the number feels about right based on the number of calls I take every day to help technology providers improve their positioning ...
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Basic Technology Marketing Moves Physicians Must Implement ...

Basic Technology Marketing Moves Physicians Must Implement ... | Marketing Technology: All about marketing tech products & services | Scoop.it
Many medical practices continue to overlook technology marketing basics, a fatal mistake in an era of increased competition and decreasing reimbursement.
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Mitch Joel's Marketing Tech Trends Marketers Can Leverage

Mitch Joel's Marketing Tech Trends Marketers Can Leverage | Marketing Technology: All about marketing tech products & services | Scoop.it

Technology has changed business, but few have leveraged this opportunity. Mitch Joel explains marketing tech trends and shows how to leverage them.

 

You know technology has changed business, but has your company actually adapted to the opportunities?Mitch Joel, author of “CTRL ALT Delete,” recently showed us how to leverage tech to be better marketers, in his Vocus webinar.

 

Mitch Joel - Marketing Tech TrendsMissed Mitch’s presentation? Register for the on-demand version here!

 

Here are our three key takeaways, and some brands already doing them...


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Jeff Domansky's curator insight, October 29, 2013 2:26 AM

Mitch Joel offers up 3 key Digital Marketing strategies: 

1.  the need to establish relationships 

2.  seal the deal with data

3.  provide utility.

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How to Create Great Headlines | Technology Marketing Tips

http://www.simpleheadlines.com Without a Powerful, Proven and Winning Headline, your sales letter may be just another one hit wonder with profits that barely...
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2014 Marketing Trends You Probably Haven't Heard - Forbes

2014 Marketing Trends You Probably Haven't Heard - Forbes | Marketing Technology: All about marketing tech products & services | Scoop.it
2014 Marketing Trends You Probably Haven't Heard
Forbes
Squeeze the Marketing Cost Balloon: Spiking costs from all that content, personalization, marketing technology spend and global campaigning is really cramping your style with the CFO.
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Marketing automation: five insights to consider - eConsultancy | #TheMarketingTechAlert

Marketing automation: five insights to consider - eConsultancy | #TheMarketingTechAlert | Marketing Technology: All about marketing tech products & services | Scoop.it

Basic/ Excerpt...

 

Marketing automation can help you:

-- >  Target – be relevant to your customers and leads.

-- >  Engage – provide your leads with the right information, at the right time, at their request.

-- >  Convert – close the deal with compelling decision-based content and conversations.

-- >  Use analytics – learn from previous experiences to create better campaigns in future and to provide your new client with higher levels of service.

-- >  Gain maximum benefit from technology – by using innovative tools to automate the marketing cycle in line with revenue goals

 

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marketingIO's curator insight, January 13, 2014 8:59 PM

Soft benefits indeed. The hardcore quantitative benefits are solid and readily available. But note: no benefits are derived without proper process definition, planning, implementation and ongoing management. Without these steps, you'll receive zero benefits from marketing automation.

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How Marketing and IT Can Work Together - Profs | #TheMarketingTechAlert

How Marketing and IT Can Work Together - Profs | #TheMarketingTechAlert | Marketing Technology: All about marketing tech products & services | Scoop.it
Email Marketing - As digital marketing grows ascendant, the relationship between marketing and IT departments will become more dependent. Here's how to ensure both departments are working toward the same goal of delivering ...

 

Intermediate/ Digest...

 

To ensure that both departments are working toward the same goal of delivering the most marketing impact, they should keep in mind the following.

Don't re-create the wheel

Email is less sexy, but research shows that it drives a better return than social. Using the mounds of data sitting in your database, it is easy to work with your IT department to apply it, making each message more relevant to each customer.

 

Use the data you've got

Without consulting IT about open rates and unsubscribes, it decided the amount of unsubscribes couldn't possibly be enough to discontinue the poor practice of putting the program on autopilot. Working with IT to derive best-practices for sending to segments of customers alleviates this cost for marketers.

 

Treat different customers differently

Finally, the partnership between marketing and IT can provide insight into individual customers' preferences. When working with the tech team to develop criteria for personalization, marketers can achieve that level of transparency and personalization at every point of interaction.

 

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marketingIO's curator insight, January 12, 2014 7:52 PM

You'd probably call this "finding little victories." And it may make sense in some situations. But marketing technology is not limited to just sending emails, and a deeper relationship is needed between both groups.

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The Content Conundrum: Everyone Wants Quality, but Nobody Wants to Pay

The Content Conundrum: Everyone Wants Quality, but Nobody Wants to Pay | Marketing Technology: All about marketing tech products & services | Scoop.it
Companies everywhere are hungry for content. Some are even willing to pay for it.
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Wappow! New Technology Marketing Strategies You Should be Using

Technology, marketing, and the internet move at a terrific pace and each year there are new strategies that become popular and which need to be implemented within a company's marketing plans. As is to be expected, many of the most ...
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UBM Tech recalibrates marketing services - BtoB Magazine

UBM Tech recalibrates marketing services - BtoB Magazine | Marketing Technology: All about marketing tech products & services | Scoop.it
UBM Tech recalibrates marketing services
BtoB Magazine
UBM Tech last month announced it will streamline its marketing services in a new unit dubbed Create, consolidating offerings that had been scattered across the organization into one division.
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Silver Surfers Shredding Up The Technology Market - IT Jungle

Silver Surfers Shredding Up The Technology Market IT Jungle And while "aggressive" isn't the first word that comes to mind when many of us think of our silver-haired elders, according to researchers at Gartner, the older generations who are hanging...
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Finalists Announced for TAG Fourth Annual 2013 Tech Marketing Awards - PR Web (press release)

Finalists Announced for TAG Fourth Annual 2013 Tech Marketing Awards - PR Web (press release) | Marketing Technology: All about marketing tech products & services | Scoop.it
PR Web (press release) Finalists Announced for TAG Fourth Annual 2013 Tech Marketing Awards PR Web (press release) The Technology Association of Georgia and the TAG Marketing Society today announced the finalists for the fourth annual Tech...
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IDC: Tech marketing budgets down | B2B Magazine | #TheMarketingAutomationAlert

IDC: Tech marketing budgets down | B2B Magazine | #TheMarketingAutomationAlert | Marketing Technology: All about marketing tech products & services | Scoop.it

Excerpt...

 

Technology marketing budgets will be down an estimated 0.5% this year compared with last year, according to International Data Corp.'s “2013 Tech Marketing Benchmark Study,” released earlier this month.

 

The 11th annual study was based on an online survey of 90 senior marketers at large technology companies, conducted between June 1 and Aug. 21. The respondents represent companies with average annual revenue of $9.1 billion.

 

“Part of the decline might be due to efficiencies related to digital marketing—we are definitely seeing efficiencies happening with regard to automation,” said Kathleen Schaub, research VP-CMO Advisory Service at IDC.

 

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marketingIO's curator insight, October 16, 2013 8:41 PM

Remember: these are technology companies whose marketing budgets are down slightly. You should take into account that technology companies are early adopters of technology (shocker), and that they are benchmarks for events down the road (2-4 years).

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New Content Marketing Technology Report Analyzes Content Curation ... - PR Newswire (press release)

New Content Marketing Technology Report Analyzes Content Curation ... - PR Newswire (press release) | Marketing Technology: All about marketing tech products & services | Scoop.it
New Content Marketing Technology Report Analyzes Content Curation ...
PR Newswire (press release)
CLEVELAND, Nov.

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